Category Archives: Lifestyle

Creative Licensing brings Terminator 2: Judgement Day to high street fashion with French designer Etudes

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Creative Licensing Corporation is bring the dystopian worlds of Terminator 2: Judgement Day and the French film La Planete Sauvage to the fashion aisles through a new partnership with the French fashion designer, Etudes.

Under the partnership, the fashion label will launch a men’s collection featuring designs inspired by Terminator 2: Judgement Day. The Autumn/Winter 2020-21 collection made its debut during Paris Fashion Week in January this year, and was lauded by the New York Times and Paris Vogue.

The collection will now be seen in stores worldwide, including in the UK’s Selfridges, from this autumn, bringing the classic movie and the pop culture following it has garnered over the years to the high street fashion space.

The collection also includes designs inspired by the French film, La Planete Sauvage. Together, the two films share a dystopian view of the world which Etudes has interpreted into menswear that includes heatmap prints, slick leather trenches with shades of grey and silver coated outerwear.

The range has been described as ‘robotic and psychedelic’ and follows Etudes own memory bank to deliver a ‘transcontinental discourse on 20th century science fiction and its intentions for nature and technology,’ according to Aurelien Arbet, creative director, Etudes.

“We are delighted to see this inspired take on the world famous T2. It confirms the timeless beauty of the film and its elements,” said Kim Penny, EVP, Creative Licensing.

The EtudesT2 Collection can be found here:  https://www.etudes-studio.com/collections/etudes-x-terminator-2

Terminator 2 is owned by STUDIOCANAL. Creative Licensing represents STUDIOCANAL and T2 for merchandise licensing. 

Motorhead and Judas Priest slow it down for Rock N’ Roll Colouring books

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Taking a break from the sex, drugs, and rock ‘n’ roll, Motorhead and Judas Priest are slowing things down a little, as the iconic rock bands move into the serenity of the adult colouring book trend.

In a new deal brokered by Global Merchandising Services, the two groups have partnered with Rock N’ Roll Colouring to launch the first, officially endorsed colouring books, featuring iconic artwork from classic albums.

‘Each book allows you to raise the horns in celebration of two of Heavy Metal’s most legendary and important bands, letting your imagination run riot as you create your own personalised versions of your favourite designs,’ read a statement from the firm.

Each book in the series contains renderings of each image, with detailed outlines for fans to unleash their artistic skills using pens, pencils, or paint.

Rock N’ Roll fans was devised and created by two life long rock and heavy metal devotees and colouring book fans.

‘Every effort has gone into making sure these books do justice to the legacy of both Motorhead and Judas Priest, and gives fans another reason to enjoy some of the most beautiful and creative artwork from these bands,’ said the company.

‘Not only that, colouring has proven significant mental health benefits including mindfulness, relaxation, and increased focus, and can be enjoyed by any age group. These two books provide hours of creative and restful activity that combines a love of the music with a love of the art,’ it added.

Both books will be published on November 2 this year and will be available for worldwide shipping.

Motorhead and Judas Priest slow it down for Rock N’ Roll Colouring books

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Taking a break from the sex, drugs, and rock ‘n’ roll, Motorhead and Judas Priest are slowing things down a little, as the iconic rock bands move into the serenity of the adult colouring book trend.

In a new deal brokered by Global Merchandising Services, the two groups have partnered with Rock N’ Roll Colouring to launch the first, officially endorsed colouring books, featuring iconic artwork from classic albums.

‘Each book allows you to raise the horns in celebration of two of Heavy Metal’s most legendary and important bands, letting your imagination run riot as you create your own personalised versions of your favourite designs,’ read a statement from the firm.

Each book in the series contains renderings of each image, with detailed outlines for fans to unleash their artistic skills using pens, pencils, or paint.

Rock N’ Roll fans was devised and created by two life long rock and heavy metal devotees and colouring book fans.

‘Every effort has gone into making sure these books do justice to the legacy of both Motorhead and Judas Priest, and gives fans another reason to enjoy some of the most beautiful and creative artwork from these bands,’ said the company.

‘Not only that, colouring has proven significant mental health benefits including mindfulness, relaxation, and increased focus, and can be enjoyed by any age group. These two books provide hours of creative and restful activity that combines a love of the music with a love of the art,’ it added.

Both books will be published on November 2 this year and will be available for worldwide shipping.

Poetic Brands tunes up new Fender apparel range

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The licensed clothing specialist, Poetic Brands has tuned up a new European deal with the musical instrument manufacturer, Fender, to create a raft of new apparel lines for adults. The partnership arrives off the back of a trend for music properties within the consumer products space over the last few years.

The new range is set to launch this autumn/winter and will be led by nightwear, t-shirts, sweatshirts, and tracksuits. The new signing expands Poetic Brands’ music portfolio which already includes the likes of AC/DC, Def Leppard, Pink Floyd, Woodstock, and MTV.

Established in 1946, Fender has a long history of revolutionising music and culture across all genres, from rock ‘n’ roll to country and western, jazz, and rhythm and blues. The brand name has become a cultural icon that rolls out Fender guitars, basses, and amps played by music lovers the world over.

Elliott Matthews, executive director of Poetic Brands, said: “Having Fender on board adds a new dimension to our music portfolio, with a global guitar brand to join our range of bands and artists. 

“Fender is a leading brand in the music sector and we are looking forward to leaning on its heritage and ethos to create an innovative on-trend collection. Music brands have been increasing in popularity recently, so we’re sure consumers will love this range.”

GB eye launches new eco-friendly gifting range in partnership with local companies

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The posters and giftware specialist, GB eye Ltd is launching a new eco-range of sustainable gifts in collaboration with a local Sheffield manufacturer that will tap into some of the biggest IP of the moment, including Pokemon, PLayStation, Harry Potter and DC Comics.

The partnership is the latest move from the gifting manufacturer and distributor to expand its environmentally friendly ranges, tapping into the shift in consumer mindset for more sustainable products at retail. The new range focuses on reducing the carbon footprint from design conception to the end product.

GB eye is adopting a strategy to source local and reduce international manufacture and import.

The range is set to launch in mid-October with the introduction of the new stainless-steel water bottles. Made within a stone’s throw of the GB eye headquarters in the city of Sheffield, the water bottles will be available across a collection of licences including top tier names such as Pokémon, PlayStation, Harry Potter, and DC Comics, which will appeal to environmentally aware consumers.

Also joining the range in late 2020 will be the tote bag collection. Produced locally from natural fibres, the tote bags aim to help reduce the amount of single-use plastic bags used daily. With favourite names including Pokémon, DC Comics, Harry Potter, Dragon Ball and Stormtrooper, the tote bags will become a key product staple within the eco-range which will see further products join the collection in early 2021.

Nicola Hallam, head of product at GB eye Ltd., said: “The eco-range has been a core focus for us throughout 2020 as we continue to look at ways in which to reduce our carbon impact on the environment.

“Expanding our product ranges to include more sustainable products is the first step as we explore new ways to better protect the world around us. We look forward to adding to the collection in 2021 with further internationally recognised licensed names.”

The sustainable launch comes as part of a continued focus on GB eye’s environmental impact. The company has printed its extensive poster ranges on FSC-certified paper for over 12 years and is committed to making internal process changes where possible, to streamline design and sourcing processes, ensuring the drive to run on a zero-waste policy.

Barratt and Icefresh retro ice cream launch brings joy to a locked down nation

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A licensing partnership between confectionery brand Barratt and Icefresh has surpassed sales expectations during lockdown, thanks to the launch of an ice cream range targeted at retro sweet fans.

The range of four ice lollies and an ice cream tub was made available exclusively at Iceland this summer, with ice cream versions of childhood favourites Fruit Salad, Dip Dab, Flump, Black Jack and Wham.

The partnership was brokered by brand licensing specialist, The Point.1888, which is now seeking new partners for the Barratt brand following the increased awareness that has been generated through the collaboration.

The fun-filled range entered all of Iceland’s more than 1000 stores nationwide from April 20th, a month into the UK’s lockdown experience. Once on sale the range repeatedly sold out, with more than 1.3m units sold in the first 12 weeks, despite the strict social distancing measures and without a significant launch investment.

Valeo Foods, owner of the Barratt brand, has stated its belief that the success was linked to ‘a strong national affection for a familiar British brand we have all grown up with’ and the fun and escapism it brings to consumers.

Russell Tanner, marketing and category director at Valeo Foods, said: “During a challenging time for the nation, the supermarket shop became the only time many people left their homes.

“The Barratt ice cream range became a sell-out success not just because of the fantastic lockdown weather, but because shoppers were seeking small and cost-effective ways to bring fun into their lives at a time when that wasn’t easy to come by.

“Although this was a brand-new product in freezers, buyers trusted the Barratt brand for a taste sensation that would help to infuse their lockdown summer with joy. As a result we’re thrilled to be emerging from a challenging trading period with an army of new and reinvigorated brand fans.”

Sarah Crimes, head of marketing at The Point.1888, added: “Against the backdrop of Covid, to reach this type of result is amazing and is a testament to the strength of the Barratt brand. As experts at bringing licensing partners together, we’re thrilled at a job well done and are now ready to take advantage of the increased interest in Barratt from retailers to explore more collaborations in the near future.”

Icefresh was responsible for translating Barratt’s range into the ice cream experience.

Lucy Wright, brand manager, said: “As we developed this new range we knew that sweet-lovers would be unforgiving of anything that didn’t truly recreate that joyful feeling of enjoying a sweetie in the playground. We kept coming back to the original sweets and refining the recipe until we were confident that we had a product that was completely true to the Barratt brand – for example, the Dip Dab ice lolly even comes with sherbet for dipping.

“Thanks to the strength of the Barratt fan base and the quality of the ice creams, this has been our highest performing licensed ice cream launch to date, with more than 1.3 million boxes of ice cream sold in the first 12 weeks.”

An earned media campaign whetted the public’s appetite for the frozen treats. After samples were sent to journalists up and down the country, national coverage rolled in with more than 40 mentions secured across titles including The Sun, Daily Express, Metro and You magazine.

Meanwhile a colourful and creative social launch delivered exceptional ROI, with the product seen by 1.3m people and a quarter of a million video views tracked.

Iceland, it turns out, was equally as thrilled with the range performance. Sally Bentley, senior buyer, commented: “We always knew that Barratt and Iceland would be a great fit and as expected, the ice creams flew out of our freezers as fast as they came in. Our store staff were big fans of the range, and were outstanding advocates when it came to promoting the product in store.”

Discussions are ongoing to extend the range in 2021, with more exciting flavours and formats added to maintain consumer interest.

Killing Eve spies licensing opportunities with IMG and AMC Networks

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AMC Networks and Sid Gentle Films have appointed IMG as the exclusive worldwide licensing representative for Killing Eve, in a move that will bring the hit spy thriller show’s first consumer products to market through selective brand partnerships.

Produced by Sid Gentle Films and distributed by IMG’s partner company Endeavor Content, Killing Eve follows Eve Polastri (Sandra Oh), a smart British intelligence operative tasked with capturing the talented assassin Villanelle (Jodie Comer). The hunt results in a mutual obsession between the two and one heck of a game of cat and mouse.

The show’s notable storyline, contrasting female characters, and enviable fashion and style credentials have contributed to its global popularity and numerous Emmy, Golden Globe, and BAFTA award wins and nominations since its premiere on BBC America in April 2018. It recently racked up eight Emmy nominations for 2020 and is shown in more than 140 countries.

The new multi-year licensing partnership will see IMG, Sid Gentle Films and AMC Networks build a robust licensing programme of products, experiences and collaborations focused around themes fans love most about the show, including fashion, beauty, travel and games.

Sally Woodward Gentle, Killing Eve executive producer, Sid Gentle Films, said: “In Killing Eve, the sharpness of the dialogue, and the quality of the performances has always been matched by a strong aesthetic that informs every aspect of the series from the music to costume and production design.  We look forward collaborating with partners who understand the style and ethos of the series.”

Dario Di Zanni, head of franchise, AMC Networks, commented: “At AMC Networks, we’re very proud of the stories we tell and the relationships we develop with fans through those stories. We also believe fan affinity can be served and fostered through consumer end-points, both physical and virtual, that create spaces for personal expression and representation.

“Killing Eve is both a brilliant inspiration and canvas for all types of fan affinity, and we are excited to partner with Sid Gentle Films and IMG to expand the reach and success of such a pop culturally relevant and defining show.”

Sherikay Chaffee, vice president of licensing, IMG, added: “Killing Eve hits on multiple notes and nuances of human behavior that naturally translate into licensing. Aside from being one of the most popular and loved shows on TV, it’s also one of the most clever and stylish.

“The dual aspect and opposing nature between its two lead characters can be used to tell a story about a product. For example, the unconventional and the conventional, the good and the bad, and every degree in between.”

The merchandise and licensing rights for Killing Eve are owned by AMC Networks in North America and Sid Gentle Films for the rest of world.

Banijay, Sanrio, and Diageo make up final keynotes for Festival of Licensing Live Stage

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Festival of Licensing has revealed the final three keynotes to take its Live Stage – this year sponsored by Crunchyroll – as it welcomes Banijay, Sanrio, and Diageo to the fold. The three firms will take up the European, Asian, and Americas keynotes respectively.

Banijay recently became the world’s largest international content producer and distributor, following its recent acquisition of Endemol Shine Group, Sanrio is a global lifestyle brand best known for it pop icons like Hello Kitty, and Diageo is a powerhouse behind beverage, spirit, and beer brands such as Johnnie Walker, Baileys, Guinness, Captain Morgan, and more.

The three latest additions joins a roster that already boasts the likes of Smiley, Alibaba, and Authentic Brands Group among others.

A month-long virtual celebration of the global licensing industry running from October 6 to 29th, Festival of Licensing incorporates three regional events linked to the world’s biggest markets – Europe, Asia and the Americas – and culminates with the global C-suite and executive-level virtual conference, Licensing Leadership Summit. 

The live presentations will take place as follows: 

  • Europe Keynote – Powered by Brand Licensing Europe on Thursday, 8 October, 9am BST:

The Role of Licensing in Building Global Brands
Speakers: Jane Smith, Group Director Brand Licensing and Gaming, Banijay/Endemol Shine

  • Asia Keynote – Powered by Licensing Expo China and Licensing Expo Japan on Thursday, 15thOctober, 2pm CST 

Small Gift, Big Smile: Evolving a Global Heritage Brand While Maintaining Core Values
Speaker: Linh Forse, Senior Director, Sales and Business Development, Sanrio Inc.

  • Americas Keynote – Powered by Licensing Expo on Thursday, 22ndOctober, 9am PST 

How Diageo Leverages Licensing to Fuel Growth in an Ever-changing Marketplace 

Speakers: Declan Hassett, Senior Licensing Manager, Diageo, and Shane Grogan, Senior Licensing Manager, Diageo

“Banijay, Sanrio and Diageo are huge brands and home to some of the world’s most creative and successful licensing programmes, which have – unsurprisingly – captured the hearts and loyalty of their fans and consumers. We are delighted to have them join us on the Festival of Licensing Live Stage next month,” said Anna Knight, vice president of licensing, Informa Markets.  

“Crunchyroll has been the world’s best home for anime for over 10 years and is also an established licensor and distributor worldwide, so it made perfect sense for us to partner with Festival of Licensing as the Live Stage sponsor and we’re really looking forward to enjoying the programme, along with thousands of other visitors across Europe, Asia and the Americas,” added Waell Oueslati, director of acquisitions and licensing at Crunchyroll SAS (EMEA).

Meanwhile, ViacomCBS Consumer Products, which is sponsoring the Festival of Licensing Community & Wellbeing Programme, has also added fresh details to its well-being workshop content, which is available to view, download and start grooving to from Tuesday, 6 October at 7am BST.

Community & Wellbeing Programme:

  • GET UP AND MOVE WITH NICK JR

Take a break from the day and invite your kids to join as your favourite Nick Jr. friends guide you through family friendly dance moves, yoga poses and stretching exercises.

  • BIKINI BOTTOM YOGA

Take a trip to Bikini Bottom for a SpongeBob-themed yoga class. Hosted by yoga enthusiast Adanna Paul, viewers will experience a calming yoga practice, set to tropical music and ocean sounds, providing a healthy break to stretch and relax.

  • RETRO MTV WORKOUT

Get up and move in between business sessions with fitness influencer Sydney Cummings, who will lead viewers through an MTV-themed workout. Don’t worry about skill level, there are options and modifications for everyone! 

Festival of Licensing is organised and produced by the Global Licensing Group at Informa Markets.

Visitors can register for free at www.festivaloflicensing.com. 

BlackMilk partners with Nintendo to launch Super Mario and Animal Crossing: New Horizons collections

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The globally loved Nintendo franchises, Super Mario and Animal Crossing: New Horizons are finding a new footing in the fashion world, thanks to a partnership between the video game maker and apparel specialist, Black Milk Clothing.

Renowned for its unique take on licensed collaborations, BlackMilk Clothing is offering gaming fans a new way to express their love for both Super Mario and Animal Crossing through the brand’s signature styles, including leggings, dresses, overalls, and more.

BlackMilk x Super Mario will be the first of the two collections to be released, going live at 7am on October, 6th 2020. The collection features some of the franchise’s favourite characters, including Princess Peach, Yoshi, Bowser and, of course, Mario. It will also feature the game’s iconic power-ups and numerous items. Active wear and unisex pieces are on offer alongside a variety of fun outerwear styles. 

Meanwhile, customers will then be treated to an entirely new collection when BlackMilk x Animal Crossing: New Horizons is released a week later, landing at 7am on October 13th, 2020.

Fans of the Nintendo Switch game will be able to shop a range of pieces featuring their favourite islanders and collectibles. Alongside BlackMilk’s signature bold printed styles, the collection includes designer pieces made with specially created fabrics, such as a unique flocked Timmy and Tommy design. 

BlackMilk is expecting both collection ‘to be hugely popular, with some limited edition pieces likely to sell out fast.’

OPINION – Asgard Media’s Kelvyn Gardner on the importance of looking outside of the industry

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Next week the ‘virtual doors’ of the Festival of Licensing will open to the licensing world. So, before we’ve even begun to get used to London’s Excel as the new home of Europe’s biggest licensing event, Asgard Media will now be coming to terms with being a digital exhibitor.

We were founded in 1998, the year before the very first Brand License London 1999 – as it was then called. Although the way we go about our work, already different through emerging technologies, is even more radically changed by working through a digital platform, our mission remains the same – to bring new companies into licensing.

Most of you reading this will already be utilising licensing as an important part of your work. You may be an agent or licensor/brand owner, a manufacturer of consumer goods with a license portfolio, a service provider of design, e-commerce and sundry other diverse roles. Licensing is a big business in the UK, and a growing business. We’re all proud of our part in it. 

Here’s an uncomfortable fact, though. Only a tiny proportion of British manufacturing firms utilise licensing. Licensing International’s research shows that the UK, the second biggest licensing market in the world, generated retail sales of licensed products worth $15 billion in 2019. 

MakeUK  (www.makeuk.org) the trade association for manufacturers, calculates total output of our manufacturers at $250 billion. Now, not all of that output is consumer goods, but, even so, this means that only 6 per cent of all the manufacturing output of this country is using licensing. 

What a shame when we all know that licensing could help almost all manufacturers of consumer goods. Put simply, that’s what Asgard Media does. We help manufacturers use licensing to improve their business. 

We call ourselves ‘Licensing Consultants’, but what does that mean to a company not currently involved in consumer products licensing? What is it that we know that can add value to their business?

What we know is that licensing works. Take one of our own newest clients, The Harrogate Tipple. At the beginning of 2019, they were a regional small-batch distiller of craft gin under their own brand. A nice business but confronting huge competition in the craft gin market, many retail doors closed to them. 

Asgard Media took them on. We put them into their first license, Downton Abbey. In just eighteen months they have won major international quality awards for Downton Abbey Gin, opened export markets to USA, Europe and Australia, and even picked up Best Newcomer Award at the 2020 Licensing International Licensing Excellence Awards. Even the Yorkshire Post reported this. Sales, distribution, consumer profile, all boosted fantastically by this wonderful marketing tool, licensing.

And licensing is not just a tool for SMEs. Long-term Asgard Media clients like Finsbury Foods and Yoplait continue to add new licensed SKUs to their ranges every year and enjoy these same business benefits.

So, our mission, every day, and focused on the Festival of Licensing, is to take the lesson of the Harrogate Tipple to the 85 per cent of UK manufacturers who do not use licensing right now. We have no allegiance to any particular brand or property; we look for the right fit between our licensee clients and all the brand opportunities out there. 

We believe that we are a positive force for UK licensing as a whole. However, I really must end with a direct appeal to manufacturers: come and meet Asgard Media at the Festival of Licensing. It will cost you nothing to find out from us just how licensing can boost your sales, your profits and your profile. It just might change your life.